> For the complete documentation index, see [llms.txt](https://docs.humblytics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.humblytics.com/split-testing-overview/how-to-analyze-split-test-data.md).

# How to Analyze Split Test Data

Read a test's results page, understand the verdict, and decide what to ship.

Go to **Optimize → Experiments** and click a test. Running tests are in the **Running** column (Board view) or under **Active** (List view).

<mark style="background-color:pink;">ADD GIF HERE</mark>

## The verdict

The box at the top tells you, in plain words, where the test stands:

| Verdict                                                  | What it means                                                               | What to do                        |
| -------------------------------------------------------- | --------------------------------------------------------------------------- | --------------------------------- |
| **Statistically significant - safe to implement winner** | Confidence reached your target and at least 80% of the needed sample is in. | Ship the winner.                  |
| **Trending positive but not yet significant**            | The variant looks better and confidence is close to your target.            | Keep it running.                  |
| **Inconclusive - sample size too small**                 | Less than half the needed visitors so far.                                  | Keep it running.                  |
| **No significant difference detected**                   | Enough data, but the versions perform about the same.                       | Stop it and test a bigger change. |

Next to the verdict you'll see **Confidence**, **Sample** (how much of the needed sample is in), **Days** (days running / recommended minimum), and **Lift**. A **Low traffic** warning means the test may take months. Consider testing a higher-traffic page or a bolder change.

## Headline numbers

| Number              | What it means                                                                      |
| ------------------- | ---------------------------------------------------------------------------------- |
| **Unique Visitors** | People included in the test, across all versions.                                  |
| **Conversions**     | Times your goal happened, across all versions.                                     |
| **Improvement**     | The variant's lift over the control, once there's a clear result.                  |
| **Confidence**      | How sure you can be that the difference is real. Aim for your target, usually 95%. |

## Results tab

* **Performance Comparison:** visitors, conversions, rate, and **vs Control** for each version. For revenue tests you'll also see **Total Revenue**, **Rev/Visitor**, and **AOV** (average order value).
* **Statistical Analysis:** confidence for each version against the **95% Confidence Threshold**, sample progress, days running, daily visitors, and **confidence intervals** (the likely range of each version's true rate).
* **Test Health:** readiness checks and recommended next steps. Also available from **Test Health** at the top of the page.
* **Trends:** conversion rates side by side, and daily conversion rate over time. Lines that keep crossing mean the result isn't settled yet.
* **Click-Through Details:** every element clicked in each version, with its destination. Useful for spotting what people clicked instead of your CTA.

## Settings tab

The test's configuration: goal, tracking level (per visit or sticky), significance target, MDE, baseline rate, traffic split, start and end dates, and how it was stopped.

## Deciding what to do

When the test is **Ready to Call**, you'll see:

* **Call this test:** record the result and end the test.
* **Ship winner to 100%:** send all visitors to the winning version. For no-code tests, Humblytics applies the winning changes for everyone through the tracking script, so you don't need to rebuild anything right away.
* **Keep running:** collect more data first.

Before you ship, sanity-check the other numbers. A variant that gets more clicks but fewer purchases isn't a real win.

To end a test without a winner, click **Stop** at the top of the page. From the list, the **⋯** menu also has **Pause Test** and **Archive**. Data collected so far is kept.

## After the test

* **Make it permanent.** For page-level tests, publish the winning page in your site builder. For no-code tests, apply the winning change to your site when you can.
* **Write down what you learned.** Use **Capture** in the **Ideas** column of the Board to save the result and the next test idea.